First, for the record, I love dogs. Sure, I'm a little offended by them licking their own privates and forever smelling other dogs' butts. BUT... I'm charmed by their uncontained excitement to see the same old people. Hell, it certainly doesn't take much to make them happy. For a little dog food in return they'll give you unconditional love.

With that in mind, this is about a recent article in PR's Bulldog Reporter by its publisher Jim Sinkinson. Nothing personal. This is only about what he’s saying, to whom and especially why. This is about documenting someone of supposed industry importance giving his paw for treats. Okay, it's cute. But it's also the silent pathology that keeps PR a pseudo profession inextricably stuck at the tactical level. That's the subject here.

Regrettably, yesterday Sinkinson published an op-ed titled “Authenticity Today Means Being Able to Say You're Sorry.” Not coincidentally, it was sorry. Absolutely awful. A BIG WET DOG LICK! No, it was worse. To us at Strumpette, he might as well have left a little present on the living room floor. BAD DOG!! And this isn't a week after we rolled up the paper and whacked him for that stink bomb by Paul Gillin.

Well a close friend Gerri, a dog expert, recommended that as part of Sinkinson's training, we put his nose in it. At this point, we're willing to try anything. The following are Sinkinson's doodoo balls and our efforts to clean the carpet.

SINKINSON: "It's becoming clear that one of the greatest effects Web 2.0 has had on public relations is that it's keeping companies honest."

Paul's background speaks for itself: He joined Computerworld as a staff writer in 1982 and covered software for a couple years. Then in '85, he jumped ship and went with PC Week for a little while. In '86 he moved over to the Ziff startup Digital Review only to return to Computerworld in '87. Stayed there until the bubble was about to break in '99. Then went to a startup called SearchHiTech.com. Renamed TechTarget, he ended up staying there 'til late in '05. During that time, Paul helped the company launch new sites, build its conference business and expand into print publishing and events. Paul says he "made the leap to new media just as the Internet was about to explode." More recently, he says he's "taken up blogging and podcasting in an effort to continue to learn about the cutting edge of technology innovation."

Pretty damn impressive by PR 2.0 standards. But if that's not enough, Paul is currently making the rounds trying to promote his new book "The New Influencers." It is another introduction to new media that again explains a variety of social media applications. Paul's book is different though because it includes his opinion as to their impact (note: a glossary is also provided).

So... how did he emerge as PR's Smartest Man? Well, as we said in the headline, he told us. In a recent byline puff-piece for Lapdog, the PR industry's leading sycophant trade, Paul addressed the "Five 'Stupid' Reasons to Avoid Social Media." And how does he know? Well, obviously because he's smarter. In Paul's words: "In my presentations to PR groups and companies around the country, I hear the same objections come up repeatedly. Here are the five dumbest reasons I hear for continued inaction."

See... of ALL the people Paul has met in PR, he's smart; they're dumb. And he's VERY clear in his article as to why:

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